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Pepsi MAX takes center stage at the World Snowboarding Championships in Oslo

Friday, February 17, 2012

This story ran in PEPline, PepsiCo’s global employee newsletter, and is proudly brought to you by a PepsiCo employee or a friend or family member of a PepsiCo employee.

(Above) The Pepsi MAX Ice Bar at the snowboarding village in Oslo and (below) a Pepsi MAX ramp on the slopes.

Pepsi MAX is center stage at the World Snowboarding Championships in Oslo, as its official music sponsor. With the television rights for the nine-day event sold to 100 countries, Pepsi MAX is maximising its exposure with prominent branding on the slopes and media areas.

To mark the occasion, in the centre of the city, the PepsiCo team created a snowboarding village, complete with iconic ice sculptures of Pepsi MAX bottles. In addition, a winter sports-themed in-store promotion has been created to coincide with the championships, which run through this weekend.

Online, a seven episode web TV series was developed, starring rock star and MTV presenter Andrew WK. A online site was also created, already attracting 53,000 visitors, giving fans the opportunity for fans to ask Andrew questions and download an exclusive song for free.

"This is a truly global event, and it fits perfectly with our target audience," said Christian Gerhard Traeland, manager, Marketing - Pepsi MAX Nordic. “Whether fans are watching on TV or via the web, attending in person or simply travelling around Oslo, they will have opportunities to engage with the Pepsi MAX brand at the world championships.”